加强旅游企业营销道德措施研究  

Research on the Measures of Strengthening Tourism Enterprise's Marketing Ethics

作　　者：王成[1] 孙美丽[1] 

机构地区：[1]东北石油大学研究生院,大庆163318

出　　处：《价值工程》2012年第22期136-137,共2页Value Engineering

摘　　要：近年来,旅游企业的飞速发展导致竞争愈演愈烈,而大多旅游企业为了获取短期的最大利润,各种非道德性市场营销措施屡见不鲜,这严重制约着我国旅游业的可持续发展。因此,如何加强旅游企业营销道德建设越来越迫切。旅游企业应通过营销理念、营销组织管理、营销战略、营销策略、营销费用五个方面加强旅游企业营销道德的建设。In recent years, the rapid development of tourism enterprises lead to intensified competition, and in order to obtain shortterm profits, a variety of non-moral marketing measures are common in most of the tourism enterprises, which seriously restricts the sustainable development of tourism in our country. Therefore, how to strengthen the marketing ethics of tourism enterprises is more pressing. Tourism enterprises should adopt the marketing concept, marketing organizational management, marketing tactic, marketing strategy, and marketing costs to strengthen the construction of the tourism marketing ethics.

关 键 词：营销道德 营销道德准则 营销道德审计 

分 类 号：F274[经济管理—企业管理]